Pantene Beautiful Lengths

10 Years of Building a Community of Women Helping Women

The Challenge

It was hard for Pantene to accept the fact that 8% of women forgo chemotherapy treatment out of fear of losing their hair. Worse yet, for many more who do get chemo, the cost of real hair wigs is often prohibitive. What could Pantene do to help empower women and drive greater meaning, purpose and brand value?

Our Approach

An integrated mix of online community-building, special events, annual promotions, celebrity endorsements, traditional media outreach and local community relations activations continue to make Pantene Beautiful Lengths a life-changing program an indelible Brand Imprint.

“

I encourage all of you to go out there and donate to Pantene Beautiful Lengths, and give back to someone in need of a beautiful wig.

”

Brittany Davis

800
k

ponytails donated

42
k

wigs created

6

countries program is active in

The Results

Pantene Beautiful Lengths, the award-winning campaign now in its 10th year, provides free, real-hair wigs to women undergoing cancer treatment. To-date, more than 800,000* ponytails have been donated and 42,000 wigs created. In 2013, more than 60 salons participated in National Donate Your Hair Day and today the program spans across 6 countries – US, Canada, Turkey, Greece, Croatia and Israel. The program is one of the largest drivers of organic conversation on the brand’s social channels. The program’s metadata labels (#BeautifulLengths, #PanteneBeautifulLengths) are among the most widely used Pantene-specific hashtags.